# #193 - How to Drive Velocity with Matt Merson

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-04-22
- Length: 51m
- Episode: 143
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-22-193-how-to-drive-velocity-with-matt-merson
- Listen: https://share.transistor.fm/s/f099fcc9

## Summary

Matt Merson, Head of Strategy and Sales at Once Upon a Coconut, and a veteran of brands like Vitaminwater and Boxed Water, explains how to drive retail velocity through strategic shelf placement, targeted promotions, and merchandising. He details the importance of pre-launch groundwork, such as identifying target demographics and understanding buyer expectations for units vs. dollars per store. Merson also breaks down the mechanics of in-store tactics like TPRs and demos, and out-of-store strategies including field marketing and third-party merchandisers, emphasizing that velocity is the key metric for securing and maintaining distribution.

## Outline

1. Introduction: Matt Merson and the Definition of Velocity
2. Pre-Launch Strategy: Targeting, USP, and Buyer Expectations
3. In-Store Tactics: Shelf Placement, TPRs, and Promos
4. Merchandising and Third-Party Partners
5. Out-of-Store Marketing and Field Marketing
6. Demos: Strategy, Execution, and Conversion
7. Bootstrapping Advice and Concentric Circle Growth
8. Managing Stockouts and Inventory Discrepancies

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

companies scaling up

## Mentioned

- Once Upon a Coconut (product)
- Vitaminwater (product)
- Boxed Water (product)
- Smart Water (product)
- Haven's Kitchen (company)
- Dannon Yogurt (company)
- Coca Cola (company)
- Sara Lee (company)
- Zico (product)
- Glaceau Vitaminwater (product)
- Nielsen IQ (tool)
- Grassroots (company)
- Sprouts (company)
- Whole Foods (company)
- Kroger (company)
- Vitamin Water (product)
- Jennifer Aniston (other)

## Related episodes from other shows

- [111: Selling & Growing Your Product at Retail Stores](https://hardwarepodcasts.com/podcast/product-startup/2022-01-26-111-selling-growing-your-product-at-retail-stores) (Product Startup)
- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Advice Line with Pete Maldonado of Chomps](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps) (How I Built This)
- [#020 - Executing lean and agile retail growth for your startup or SME, with Benjamin Ertl of Retailbound, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-04-05-020-executing-lean-and-agile-retail-growth-for-your-startup-or-sme-with-benjamin) (The Hardware Entrepreneur)
- [#034 - How next-generation retail looks like, with Vibhu Norby of b8ta, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-08-02-034-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa) (The Hardware Entrepreneur)

## Citing this page

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